Meet Shelley Herman | Author: My Peacock Tale: Secrets Of An NBC Page

We had the good fortune of connecting with Shelley Herman and we’ve shared our conversation below.

Hi Shelley, what is the most important factor behind your success?
Decades ago, I read a book by the talent manager Ken Kragen titled “Life Is a Contact Sport: Ten Great Career Strategies That Work,” which changed my way of doing business. It is still available on Amazon. In addition to working with talent that included Kenny Rogers, The Smothers Brothers, and Harry Chapin, Ken was also instrumental in producing the massive events Hands Across America and We Are the World. I was more than eager to find out the secret sauce to his success, which was quite simple.
Ken’s key to success is refreshingly simple: a multi-phase roll-out plan. It is vital to back time. Back time is the time you need before your business, whether online or brick-and-mortar, puts out its shingle. You can also apply this strategy if you’re releasing a book, marketing your play or concert, having a fund-raiser, or doing anything else to get eyes on your product or event.
Ask yourself how long it will take to advertise your business/event before you open. Most people begin a few months before the business/event launches. Taking out an ad won’t do. You need to give the consumer the ol’ one-two punch. Find at least two different ways to get eyes on your business/event. Here are a few free or low-cost ways to start the marketing process:
1) Get a website; hopefully, a.com will be available with your ideal business name, making it easy for customers to find you. Many sites offer free templates to design your site. I use GoDaddy.com for my site: https://www.mypeacocktale.com. Give it a look and see how easy it is to create.
2) You need to prepare a press kit. What’s a press kit? It is simple to prepare. Get a good photographer to take pictures of the product and you. Then, write a little biography (a maximum of 1 page) about how the product came into being, what your product is all about, and why people will love it. It is also important to write another paragraph about you. Don’t think it is egotistical. It is a way for the reader to connect with you, so make it fun and informative. Make sure you have your business contact information in the press kit. You should have hard copies and digital formats to send or hand out to people.
3) Get a social media presence on the internet. It’s free, and you can constantly update your information building to the opening and continue to post photos and news to keep and attract your customer base.
4) Do local radio interviews and podcasts. Find the talk shows in your area that welcome new business, human interest stories, or local news.
5) Invite your local newspaper reporter for a sneak preview of your item/concept/business. You may want to buy ads in the paper leading up to the opening, perhaps even offering a coupon.
6) The best marketing plan includes friends and family who can help you spread the word. Have a grand opening party! It doesn’t have to be big. Your friends will root for your success and want to celebrate your accomplishment. Invite them along for the ride!
If all feels overwhelming, you may hire someone to do this for you. Marketing agency’s and publicists’ fees differ, so shop around. Consider having an intern from your local college who can use the internet to help you. They could get college credit, making it a win-win situation for both of you!

Let’s talk shop? Tell us more about your career, what can you share with our community?
My parents always wanted me to have something to “fall back on” if working in the entertainment industry didn’t pan out for me. I was always astonished at how people gave up on their dream jobs and worked for decades in a profession they hated, only to be laid off, lose their pensions, or have the company close. I’ve done dozens of jobs in the entertainment industry where I have learned how to be organized and prepared, interact with people, and be on time. It all came naturally because it was the only thing I thought I could do well. I learned to listen more than speak, be the last one to leave at the end of the day, and cherish the friendships I made along the way.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
The great thing about living in Southern California is how close everything is. You can have breakfast at the beach, drive 1 1/2 hours to Big Bear for lunch in the mountains,, and then drive to Palm Springs, about another hour away, for dinner in the desert.

Website: https://www.mypeacocktale.com

Instagram: mypeacocktale

Linkedin: https://www.linkedin.com/in/shelley-herman-08834633/you

Facebook: My Peacock Tale

Youtube: https://www.youtube.com/@ShelleyHerman-nf5mq

Image Credits
Photo Credits: Shelley Herman